Cross-Cultural Consumer Behavior: Northern Lights Holiday Norway - Essay Example

Northern Lights Holiday Norway Northern Lights Holiday Norway Introduction Northern Lights Holiday is region where people visit for their holidays to watch colorful lights and visit various interesting areas and social places in the region. Northern Lights Holiday should understand the reasons or intentions of the customers traveling to the region. The customer will not wake up and decide to go to the region, but there are some factors, which influence the customer to visit the region. Factors influencing the customer are in two types; pull and push factors. Pull factors are tourism destinations in the region, which motivates and attracts the customer when choosing the destination. In this case, pull factors are the colorful lights, and other areas to be visited in the Northern Lights Holiday. Push factors predispose the customer to travel to the region. Push factors are the psychological or behavioral factors, which influence the customer to the travel destination. Examples are nostalgia and escape. The customer might have stayed in a common environment for long and he/she wants to change the environment and view different and interesting structures or environments (Moghimehfar & Nasr-Esfahani 2011). Tourist destinations should understand the factors influencing the customer to choose the destination and the reason to travel to the destination. Northern Lights Holiday should design the pull factors in an appealing and motivating manner. The pull factors will motivate the customer to choose Northern Lights Holiday as the travel destination. Some of the pull factors in the region are colorful lights, traveling facilities, accommodation, and social places. The organization should change the view of the pull factors when advertising such that it will motivate the customer when choosing the destination. Northern Lights Holiday should push factors, which influences the customer to choose travel destination. Psychological/behavioral factors pushing or motivating the customer to choose travel destination should be made available in the region (Schiffman & Carlson 2013). For example, if a customer wants to escape the common environment, Northern Lights Holiday should design the environment to be different and common to the customer. To satisfy customer’s push factors and motivate him/her to choose the destination, photos and explanations should be posted on different advertising methods. The customer will be influenced or motivated to choose a travel destination because what is advertised matches his/her push factors. The organization should utilize all types’ media advertisements when marketing its products and services. The customer will be influenced when he/she finds the advert of a product in various advertisement media stations he/she visits. The organization should post the advert on a billboard, gym places, social media, YouTube, print ads, radio stations, and even company website. The customer will be eager to visit the most advertised such that he/she can preside the place personally. At the end of it, all the organization will have influenced the attention of many customers (Avey & Youssef 2010). Consumer psychology/behavior offers great support to Northern Lights Holiday. The theory of planned behavior is a link between beliefs and behavior. Many people are likely to carry out or practice certain behavior believing that it will result to valuable outcome. Northern Lights Holiday should observe the beliefs and behaviors and connect them in preparation to motivate them when choosing travel destinations. Marketers or the organization will act as per the beliefs and behaviors of the customers. Northern Lights Holiday should the present the lights and other products in attractive positions and displays. The organization should include social places where the customers enjoy various products and services after watching the lights. The customers will not be bored watching the lights throughout their visit in the region. They will be engaged in other leisure activities, and they will be influenced to visit the region in the future. Consumers are of different social classes, and the organization should offer products and services of different classes in terms of payment. However, the organization will accommodate all the customers belonging to different social classes. If the products of lower social class or higher social class are offered, customers of one social class will not be satisfied, and they will not visit the organization in the future. It will be a loss to the organization because the customers will visit other regions offering products and services of their social class. Evaluation and analysis of destination has remained an important factor considered by many organizations. To increase the number of visitors visiting a tourist destination or any other destination, the organization should understand the behavior of the customers. The behavior of the customer will be understood by obtaining information from different sources (De Mooij & Hofstede 2011). The information can be obtained from primary and secondary sources. The organization should consider personal factors when trying to understand customer behavior. Before a customer makes a decision to visit a destination, he/she will consider the previous experience. If he/she was treated to his/her satisfaction, the customer will not hesitate visiting the same destination. Northern Lights Holiday should consider serving the customers in the current visit as a preparation to influence and attract the same customer in the future. The customer will also influence other customers by expressing the services offered in satisfactorily manner in the organization (Arts & Bijmolt 2011). Intensity of visiting the destination is another secondary source of information. Every customer is visiting an organization with the intention of getting interesting places to watch or stay during the visit. If the customer do not find what he/she was expecting he/she will be disappointed and he/she will not visit the organization in the future. For an organization to ensure that the customers are satisfied, the staff should spend time asking the customer about their satisfaction. If the consumers are not satisfied, they will give comments, and the organization will act as per the comments such they will meet the satisfaction in the future. Motivation is another interesting and important area that has been studied by many researchers. Understanding factors, which influence behavioral intention of visiting a destination and why they travel, is beneficial to visit marketing and planning. After understanding their behavioral intention of traveling, the organization will prepare all the facilities and services in the destination in a manner that it will satisfy the customer needs. The only option of winning customers’ attention is meeting or satisfying his/her needs (Kaplanidou & Gibson 2010). Many customers are traveling to different destinations during the holidays or leisure times because they want a new environment with a different outlook. In this case, Northern Lights Holiday should make sure that the environmental view in the destination is different and common as per the thought of the customers. If the customer finds what he/she was expecting in the destination; he/she will be motivated to continue being a reliable customer so long as his needs and expectations are satisfied. In the case of any change on the prices or services offered in the destination, the customer should be notified earlier. It is because regular customer is prepared psychologically knowing the rates of the services offered in the organization, only to find changes in the prices or anything else. The customer will be disappointed, and he/she might not visit a destination in the future. References Avey, J. B. & Youssef, C. M. (2010). The additive value of positive psychological capital in predicting work attitudes and behaviors. Journal of Management, 36(2), 430-452. Kaplanidou, K., & Gibson, H. J. (2010). Predicting behavioral intentions of active event sport tourists: the case of a small-scale recurring sports event. Journal of Sport & Tourism, 15(2), 163-179. Moghimehfar, F., & Nasr-Esfahani, M. H. (2011). Decisive factors in medical tourism destination choice: A case study of Isfahan, Iran and fertility treatments. Tourism Management, 32(6), 1431-1434. Arts, J. W. & Bijmolt, T. H. (2011). Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior. International Journal of Research in Marketing, 28(2), 134-144. Schiffman, L. & Carlson, J. (2013). Consumer behaviour. Pearson Higher Education AU. De Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192. Read More